A new trend of learning and teaching: Behavioral intention towards mobile learning

Abstract

Mobile learning has expanded the reach of electronic and distance education, which has been made possible by modern technology and globalization. There is a need to identify the elements that are essential in determining behavioral intention towards mobile learning because there is a dearth of scientific justification for their importance. The goal of the study is to ascertain how behavioral intention towards mobile learning are affected by perceived entertainment, perceived informativeness, perceived irritation, perceived trust, and perceived value. Moreover, the study examines the mediating role of attitude among the aforementioned variables and behavioral intention towards mobile learning. Finally, the moderating impact of social influence on the relationship between attitude and behavioral intention towards mobile learning is investigated. The multistage cluster sampling technique is used to gather data from 586 students. Multiple regression analysis is utilized to test hypotheses, whereas AMOS-23 is used for confirmatory factor analysis. Hayes & Preacher’s macro is applied to assess mediation and moderation. The results show that perceived entertainment, informativeness, trust, and value significantly and directly influence attitude towards mobile learning, but perceived irritation has a negative effect. Additionally, perceived entertainment, trust, and value have a direct and significant impact on behavioral intention towards mobile learning, whereas perceived irritation has a negative and informativeness has an insignificant impact. Finally, the attitude is supported as a mediator, while social influence confirms its role as a moderator. The study offers significant theoretical and practical implications.

Brand awareness and purchase intention in the age of digital communication: A moderated mediation model of celebrity endorsement and consumer attitude

“…All the values are below the threshold of 0.85. Therefore, it is concluded that discriminant validity has been established (Hameed et al, 2022). Thus, we concluded that the latent factors represent distinct constructs.…”

Relationship between workplace bullying and work engagement: education sector of Pakistan

“…To check the CMB, Harman's single-factor test was employed. The first construct showed 41.44% of the total variance, which is less than the threshold value of 50%, shows that no issue of CMB (Hameed et al ., 2022). Secondly, the values of correlation was observed and all values are less than 0.90 thus shows nonexistence of CMB and can be seen in Table 3.…”

Assessing antecedents of Google shopping ads intention to purchase: a multigroup analysis of generation Y and Z

“…The current study investigated three Ducoffe's advertising value model factors: trust, perceived value and annoyance or irritation. Many academics concur that product purchase intent and/or purchases are influenced by credibility, trust and annoyance or irritation (Adam et al, 2022;Cabeza-Ramı ´rez et al, 2022;Deng et al, 2022;Hameed et al, 2022;Hewei and Youngsook, 2022;Kharisma et al, 2022;Ma'ady and Wardhani, 2022;Ngo et al, 2022;O ¨zdemir and Nacar, 2022;Purwatiningsih et al, 2022;Wang et al, 2022;Tunuguntla et al, 2023). However, these studies did not analyze the antecedents in the context of GSA and mandated further research across different digital platforms.…”

“…The findings suggest that customers have a favorable perception of credibility (or trust) and react to the employment of digital marketing, resulting in a positive link with purchase intention, which correlates to the proposed hypothesis of this study. However, despite the extensive research on trust in various online settings (Cabeza-Ramı ´rez et al, 2022;Hameed et al, 2022;Ma'ady and Wardhani, 2022;Ngo et al, 2022;O ¨zdemir andNacar, 2022, Wang et al, 2022;Duffett and Maraule, 2024), there is a lack of studies on trust in search advertising and GSA. Therefore, to address this gap in knowledge, it is hypothesized:…”

“…The research showed that the perceived value of a product or service had a stronger influence on the intention to buy of both new and returning customers of an e-commerce enterprise as compared to the perceived price. Other research studies also note that perceived value is regarded as an antecedent to intention to purchase (Hsiao, 2021;Hameed et al, 2022;O ¨zdemir and Nacar, 2022). However, there is a deficiency in studies that examine perceived value and intention to purchase in the context of SEA and GSA, so to narrow this research gap, it is hypothesized: j YOUNG CONSUMERS j H2.…”